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While a high bounce rate usually signals problems with user satisfaction – whether it be in context of content, site quality, loading speed, etc. – a high exit rate usually signals problems in your conversion funnel. Therefore, you should choose the metric you optimize for based on the problem area you are trying to tackle.

Both bounce rates and exit rates are very important numbers and tell you very different useful information about your site. A bounce rate is an extremely important metric to measure how well a landing page on your site does.

Maybe you're getting a lot of StumbleUpon traffic which, by its very nature, has a high bounce rate. Bounce rate is important but always make sure you look beyond the actual number. Exit rate is the percentage of people who left your site from that page. Exits may have viewed more than one page in a session